The way of charity and public welfare activities is changing into the action of coating enterprises

China paint network news: in the public's impression, Chinese enterprises became more and more interested in charity after the Wenchuan earthquake in 2008. The most popular one is Wang Laoji's single highest donation of 100 million yuan at the CCTV disaster relief party after the earthquake. In the following years, although he fell into some objections, Wang Laoji continued to give charity in the way of donation funds Behavior, the result is what you see now, from the corner of the herbal tea brand to the leader of the Chinese beverage market, many enterprises envy.

 

Charities and public welfare activities transformed into coatings enterprises in action

 

Some people call 2008 the first year of China's public welfare and charity, because Chinese enterprises in this year have received both attention and respect in the field of charity and public welfare, and are also controversial. Especially in the subsequent media disclosure of many "fraudulent donation doors", on the contrary, the reputation of enterprises has been double damaged, and Chinese enterprises reflect on how to better feed back to society.

 

In recent years, the charity projects of Chinese enterprises have been questioned by the public because of the continuous exposure of the black curtain of charity. Most people think that the motivation of enterprises to do good is not simple. The big investment is the foreshadowing of "self hype". The so-called "doing good to make money" is considered to make more money.

 

After several years of development, China's public charity environment is still harsh, but the way of enterprises to do public charity has changed a lot. In the paint industry, many paint enterprises have not established the awareness of Corporate Charity before, let alone combined with the company's development to develop public welfare plans and determine public welfare goals. Many paint enterprises are just following the trend For cultural construction, we should shout slogans in the area of corporate responsibility, donate money in the event of disaster, show our kindness at the party, and strive for the brand name on the charity list as a gimmick for publicity and promotion. This kind of donation method shows the characteristics of sudden and short-term. Because the enterprise does not provide the sustained public welfare activities in the later period, it is easy to cause the donor to fall into the desperate situation of being unable to save himself quickly, and charity will lose its significance. However, this one or two times of charity behavior is more difficult for the enterprise to have a great impact on the society. For example, Wang Laoji's amazing performance after the Wenchuan earthquake is difficult To reproduce. In addition, this kind of short-term charity behavior of enterprises, on the surface, has no impact on the charity and public welfare environment in China, but the casual atmosphere formed is exactly the most harmful. No wonder the public will question the public welfare behavior of enterprises, because it is difficult for an enterprise to prove that its charity and public welfare projects are not hype, but to help the society reduce the burden.    

 

However, it is gratifying that many coating enterprises in China have realized the harm of intermittent and scattered short-term charity activities. They have started to combine the main business of the enterprise consciously and launch charity activities with definite theme and long-term time. This kind of small flow and long-term way is difficult to have a positive impact in the short term, but it has a great impact on the brand influence and talents of coating enterprises Training and so on, the more we stick to the latter, the more prominent its superiority, can truly achieve "making money and doing good". Behind the gorgeous turn of this charity activity is the efforts made by coating enterprises to improve the charity environment in China.   

 

During the "one egg rampage" activity in 2013, Nippon China set up five "rampage for love" teams, involving more than 30 staff members and family volunteers, raising 150000 yuan. In 2014, Nippon China officially became the official sponsor partner of "one egg's rampage" public welfare activities. In addition to the support of rampage action, it also added more colorful colors to the 50 kilometer hike along the way. 50% of all donations received will be used in the non-governmental public welfare institutions supported by "one egg's rampage", and the other 50% will be used in the Nippon's "color for love" project. "Color for love" is a corporate public welfare project of Nippon which has lasted for several years. It shows the style of Nippon as an international paint giant and helps more children have a brilliant future. It can be predicted that in the future, Nippon may sponsor more public welfare activities related to coating business, and turn them into long-term behaviors, which is a matter of killing two birds with one stone to further pool Nippon's brand influence, improve market share and consumers' trust.